Home > Report on the volume of youth exposure to alcohol advertising and sponsorship.

de Bruijn, Avalon (2012) Report on the volume of youth exposure to alcohol advertising and sponsorship. Alcohol Measures for Public Health Research Alliance (AMPHORA).

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Aims: There is growing evidence from longitudinal studies that the volume of alcohol advertising to which young people are exposed affects their alcohol drinking behaviour. This paper aims to give insight in the volume of adolescents’ exposure to alcohol advertising in several European countries. A focus is laid on alcohol advertising on television, sport sponsorship and event sponsoring, promotional items, point of sale promotions and digital marketing.

Methods: The paper describes analysis of cross-sectional data collected within the Amphora project. The sample (N=9380) contains secondary school students from Italy, Germany, the Netherlands, and Poland.

Results: Already in the limited number of marketing channels examined, young people seem to be reached frequently by large numbers of alcohol marketing practices. In the paper frequency of (perceived)exposure is reported.

Conclusions: Alcohol advertisers use marketing channels that are attractive and available to young people. Advertising in such channels guarantees exposure to large volume of European minors.


Date:2012
Pages:14 p.
Publisher:Alcohol Measures for Public Health Research Alliance (AMPHORA)
EndNote:View
Accession Number:HRB (Electronic Only)
Related URLs:
Subjects:A Substance use, abuse, and dependence > Prevalence > Substance use behaviour > Alcohol consumption
A Substance use, abuse, and dependence > Substance related societal (social) problems > Underage drinking
B Substances > Alcohol
J Health care, prevention and rehabilitation > Prevention by sponsor or setting > Sports based prevention
MP-MR Policy, planning, economics, work and social services > Financial management > Sponsorship
MP-MR Policy, planning, economics, work and social services > Marketing and public relations (advertising)
T Demographic characteristics > Adolescent / youth (teenager / young person)
T Demographic characteristics > Underage drinker
VA Geographic area > Europe

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